Whatever you do, don't Treat your Students Like Customers!
- 1 February 1998
- journal article
- research article
- Published by SAGE Publications in Journal of Management Education
- Vol. 22 (1) , 63-69
- https://doi.org/10.1177/105256299802200105
Abstract
Treating students like customers undermines their education. Catering to their every need and desire in an effort to delight the customer robs students of an active role in their own education. Instead of "Nordstromizing" education, we should adopt a different guiding metaphor: the fitness center, casting students as partners in the development of character.Keywords
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